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La Comunidad's Campaign for FilmSuez Asks People to Make the World a Less Idiotic Place

La Comunidad, the Buenos Aires office of innovative, cross-cultural agency the community has launched a new campaign for FilmSuez, a co...

La Comunidad, the Buenos Aires office of innovative, cross-cultural agency the community has launched a new campaign for FilmSuez, a company dedicated to the commercialization of various cultural sectors, including movie cinemas.

Running in cinemas across Argentina, the campaign shows us that the world is heading towards a very strange place – a place where, many times, idiocy and exhibitionism prevail over important values. The two spots of the campaign reflect how silly people can be, even in the face of a life-or-death situation.

"Our challenge was to redefine the role of independent cinema and reinforce it as a ​​space for social reflection," said Executive Creative Director Fernando Sosa.

In the first spot, “It’s Tuna,” two men find themselves shipwrecked and stranded in the middle of the ocean. When they see a can of tuna float their way, the pair screams in excitement. However, they then start to read the can’s nutritional facts and discover that the tuna likely has a high mercury count. Although on the brink of starvation, the men throw the can back into the ocean, hoping that they’ll find something more nutritional.

The second spot, “Slumber,” shows a museum employee that has suffered a terrible accident. However, the paramedics who should help them instead start taking selfies with the fallen victim and discussing which Instagram filters to use. One of the paramedics then states, “We are the worst paramedics in the world…we haven’t started a WhatsApp group yet.”

Both spots end by saying, “Wherever the world is heading, don’t go there. At least for two hours. Come watch independent films.”